NKM® Naturkosmetik München is a fast-growing German premium natural skincare brand known for science-driven formulations, vegan ingredients, and a strong education-first voice. With Ateliers in major cities and a loyal digital community, NKM blends clinical credibility with sustainable, high-performance routines.
Problem
Before partnering with Thea Care, NKM’s online experience struggled to mirror the high-touch guidance customers received in its Ateliers. The brand had built strong trust through in-person consultations and education-first storytelling, but its e-commerce journey still relied on more general discovery paths. Customers browsing the online shop often had to self-navigate a growing range of high-performance natural formulations without the reassurance of a personalized skin assessment.
This gap created familiar category-wide friction: shoppers felt unsure which products matched their actual skin state, hesitation increased, and selection often skewed toward single “safe” items instead of complete routines. For NKM, that meant leaving revenue and loyalty on the table — particularly among first-time buyers who wanted results-driven natural skincare but needed more confidence to commit.
As NKM expanded rapidly across cities and scaled its product innovation, the brand needed a way to extend its signature expert-led approach into every digital session and reduce reliance on manual consultation capacity. The challenge was clear: scale personalization without compromising NKM’s science-based credibility or premium positioning.
Solution
Thea Care was integrated as a white-labeled AI skin analysis and product-recommendation experience across NKM’s digital ecosystem. Within a short implementation window, Thea Care’s platform was embedded into the online shop and connected to NKM’s product catalog so recommendations could be mapped to specific skin needs and routine logic. Customers now upload a selfie, receive an easy-to-understand analysis, and are guided into a complete, personalized regimen rather than a single-product guess.
To maintain brand coherence, the interface was customized to NKM’s visual identity and educational tone, ensuring the tool felt like an extension of the brand — not a bolt-on widget. The flow was optimized for mobile-first use, reflecting where most skincare discovery happens today.
We also built a custom Klaviyo journey triggered by analysis outcomes and routine recommendations. Personalized education, replenishment timing, and seasonal adjustments reinforced results over time — supporting higher retention and stronger routine adherence.
Retail Extension (In-Store Integration)
A standout element of this partnership was NKM’s decision to also deploy Thea Care in its Ateliers. Store teams can now pair the AI analysis with expert consultation, creating a hybrid model: fast, objective skin insights supported by human guidance and product testing. This helped standardize consultation quality across locations, shorten decision time in-store, and create continuity between offline and online journeys. Customers can begin their analysis in-store and continue shopping or repurchasing digitally with the same personalized logic.
Results
Thea Care’s personalization layer delivered clear commercial impact for NKM: conversion rate increased by 91%, AOV rose by 79%, and ARPU grew by 243%. These gains indicate that customers not only bought more often, but also adopted fuller routines with stronger retention value.
Customer trust remained high despite the added technology layer: 93.3% of consumers rated the analysis 4–5/5 with an average of 4.6/5, reinforcing that AI-driven guidance can feel both premium and credible when aligned with brand education and product integrity.
“The analysis brings our atelier-level guidance into every customer journey. It helps people understand their skin in a simple, science-based way — and the results show that confidence translates into routine-driven purchases.” – Joana Serafin, Head of Ecommerce, Performance Marketing & Retail – NKM
Outcome
By integrating Thea Care across both e-commerce and retail, NKM scaled its signature consultation experience and unlocked measurable revenue growth without compromising trust.
“We’ve proven that AI personalization is a direct commercial lever — NKM’s uplift in conversion, AOV, and ARPU shows what happens when brands move beyond generic routines,” says Nataniel Müller, CEO.
For NKM, the key was pairing measurable business impact with an experience that still felt premium, human, and aligned with their education-first brand promise.
“Our clinical standards ensure the analysis is reliable and meaningful — the customer feels guided, not sold to,” adds Dr. Suzan Stürmer, CMO.
That combination of performance and credibility is what makes AI skin analysis commercially powerful and brand-safe — a strong reason to explore what Thea Care can deliver for your own business.
